How the layout of a donation form affects conversion rate
Human Coalition
Experiment Summary
Timeframe: 09/16/2014 - 09/23/2014
The out-of-the-box defaults for Online for Life’s donation system results in giving arrays that consist of radio buttons. Given the amount of text that accompanies each giving option on the form, these radio buttons tend to clutter the form and make it hard to operate on a mobile phone. We wanted to test a new way of laying out the same information.
Research Question
Regular buttons will increase the conversion rate given their increased ease of use both for reading and selecting.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Radio Buttons | 1.2% | $67.10 | ||
| T1: | Designed Buttons | 1.9% | 59.9% | 90.0% | $105.00 |
This experiment has a required sample size of 2,258 in order to be valid. Since the experiment had a total sample size of 3,156, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The new buttons resulted in a 59.9% increase in conversion rate and were also able to increase the average gift by 56.5%. This proved how the new method for displaying the donation options made it easier for donors to understand. As a result, the gift had more value to the donor resulting in a net increase of 150.2% revenue.